Group assignment IMC plan of fulbright university viet nam

Executive Summary Right before Vietnam and the US normalized relations in 1995, since 1994 with the cooperation between the University of Economics Ho Chi Minh City and Harvard Kennedy S

Group Assignment IMC Plan of Fulbright University Viet Nam

Lecturer: Dư Tiểu Dương Group: Pick me girl

Table of Contents

Executive Summary 3

General Introduction 3

Situation Analysis 3

Market Analysis 3

Market Environment (PEST Analysis) 4

Consumer Analysis 5

Competitor Analysis 5

SWOT Analysis 5

Strengths 5

Weaknesses 5

Opportunities 5

Integrated Marketing Communications Plan 6

Marketing Strategies 8

Target Audience 10

Overall Communication Objectives 11

Overall Creative Strategy 13

Media Strategies 14

Creative Executions 17

Activity Schedule 19

Proposed Budget 20

Cost of digital content production 20

Digital advertising costs 21

Cost of inviting KOLs 21

“Speak yourslef” Fund 21

Expectations and key results after IMC plan execution 22

Exhibits 22

Reference 28

Executive Summary

Right before Vietnam and the US normalized relations in 1995, since 1994 with the cooperation

between the University of Economics Ho Chi Minh City and Harvard Kennedy School (Havard University) Fulbright Economics Teaching Program (FETP, now the Fulbright School of Public Policy and

Management) of the Vietnam Program at Harvard University After 20 years of existence, Fulbright School was upgraded to Fulbright University, which was seen as a testament to the extensive

development of the Vietnam-US relationship For the first time, the concept of Fulbright University Vietnam was mentioned in the Joint Statement of Vietnamese President Truong Tan Sang and US President Barack Obama on July 25, 2013 In June 2014, the established policy of Fulbright University Vietnam was approved by the Government of Vietnam In July 2015, during the visit of General

Secretary Nguyen Phu Trong to the US, Fulbright University received an investment certificate from Ho Chi Minh City to be built on 15 hectares of land in the high-tech park of Ho Chi Minh City On May 16,

2016, the school establishment license was officially signed

General Introduction

Right before Vietnam and the US normalized relations in 1995, since 1994 with the cooperation

between the University of Economics Ho Chi Minh City and Harvard Kennedy School (Havard University) Fulbright Economics Teaching Program (FETP, now the Fulbright School of Public Policy and

Management) of the Vietnam Program at Harvard University After 20 years of existence, Fulbright School was upgraded to Fulbright University, which was seen as a testament to the extensive

development of the Vietnam-US relationship For the first time, the concept of Fulbright University Vietnam was mentioned in the Joint Statement of Vietnamese President Truong Tan Sang and US President Barack Obama on July 25, 2013 In June 2014, the established policy of Fulbright University Vietnam was approved by the Government of Vietnam In July 2015, during the visit of General

Secretary Nguyen Phu Trong to the US, Fulbright University received an investment certificate from Ho Chi Minh City to be built on 15 hectares of land in the high-tech park of Ho Chi Minh City On May 16,

2016, the school establishment license was officially signed

Situation Analysis

Market Analysis

The private education market for Vietnamese students has a compound growth rate of 11% in 2016-2020 and is forecasted to continue to multiply in the coming period Notably, in 2020, the private education market in Ho Chi Minh City is estimated to reach about VND 15,200 billion (Thảo Anh, 2021)

As an independent university with 100% foreign investment under the sponsorship of

education, Fulbright's potential customer market is quite diverse, with a mixed structure

of ethnicities, professions, socio-economic backgrounds, and genders The FUV goal is to become the first choice of students in Vietnam On the other hand, if students have the ability, but their family circumstances do not allow them to study at FUV, they can still attend Fulbright with the wall's financial aid program Carrying out the mission of

"Redefining the University" Fulbright does not specialize in training in one field but orients education under the multidisciplinary lens of the liberal education model This model is suitable for students who are unsure which field they are interested in and want to spend time at university discovering themselves, building a comprehensive knowledge base in many fields, and practicing their skills to self-study Otherwise, those who already know what they are interested in studying can also learn about that field under a multidisciplinary lens in projects

Market Environment (PEST Analysis)

Political

With the current political stability as well as the backing of both the Vietnamese and

US governments, Fulbright will have no problems in policy and legal issues

Social

• The institutional novelty and the liberal education model itself in Asia is also an obstacle related to sustainability However, within Asia, liberal arts institutions are increasing dramatically, leading to inter-regional cooperation

• Unlike the West, we Asians are still obsessed with graduate employability and the constant discussion about the practicality of degrees (Fulbright, 2019)

constantly innovating, developing curricula, thereby gaining international accreditation, standing among the top public policy schools in the region

Consumer Analysis

• Fulbright University's customers are Asian families with innovative, traditional thinking characteristics FUV does not require a high income because there is

non-a finnon-ancinon-al support policy

• Fulbright University students aged 16-28 are often unsure what field they are interested in and want to spend their time in college discovering themselves to build a foundation of knowledge For example, comprehensive expertise in many fields, practice skills to self-study and change jobs in the future, or students already know which field they like to study and want to learn about that field under a multidisciplinary lens according to their needs form of projects In addition, students who have finished their undergraduate programs and want to experience the international environment can still study Fulbright under the graduate system

Competitor Analysis

In Vietnam, only two universities, Fulbright University and Vietnam Japan University (VJU) under the Vietnam National University, Hanoi, have declared to uphold the liberal spirit and apply the model liberal higher education It can be seen that the competition

of this model in the Vietnam market and Asia is not high However, it seems that the future of the liberal arts higher education model has not been clearly defined, and there are still many difficulties in its implementation and facing the overwhelming

competition of the traditional education model

• Tuition fees are pretty high compared to other universities in Vietnam

Meanwhile, the living standards and economic conditions in Vietnam are not so outstanding Therefore, tuition fees will be one of the problematic conditions hindering the opportunity for many students who want to access education from Fulbright

• The educational method is still strange, and the brand awareness of Fulbright is still not high in the Vietnamese education market

Opportunities

• More and more people are interested in liberal arts education

• Liberal education environment is being widely developed in Asia, creating many conditions for Fulbright to develop and have opportunities for cooperation between countries

interaction and communication between the target audience and the brand Unlike the existing marketing communications plan, this IMC plan proposes various methods to enhance communication This plan follows the Information Processing Model to address the problems Fulbright is currently facing The big picture for this IMC plan is to

penetrate the Vietnamese market and position the brand and promote the brand in the higher education industry in Vietnam To this end, our goals must focus on gaining a larger market share and increasing consumer loyalty among potential and current Fulbright customers The main objective that must be achieved to accomplish these goals is to establish a brand image for the students and the reputation of Fulbright The perceived primacy of the Fulbright brand in liberal arts is a competitive advantage that can be leveraged through market penetration efforts

(Those who know and do not know about Fulbright University are not yet high)

First, we want to focus on increasing Fulbright's brand recognition in the hearts of customers We also surveyed 150 people aged 16-28, and we found that the number of people who did not know and who knew about the Fulbright brand did not differ significantly (45.3% unknown and 54.7% known) We believe that the IMC program will help the brand promote its image, attract customers and become an impressive mark for customers In addition, in Vietnam, according to statistics from the Ministry of Health in 2017, 15% of the population has problems with anxiety disorders, depression, and stress disorders, corresponding to over 10 million people (Nghi Nghi, 2021) We find that most people in the Millennial group are going through periods of psychological crisis for three reasons: pressure from parents (21.3%), pressure from social networks (17.3%), and pressure from uncertainty and instability (91.3%)

Based on the survey, we can see that most people feel insecure and worried about the future When social networks develop and every article, online society promotes wealth, material things, luxury goods, and luxurious life Logically, young people will become stressed because they have to run in the race with the pace of life to earn money, stabilize a career, have a happy, prosperous life that the modern generation of people is trying to achieve Through this IMC plan, Fulbright hopes to contribute to helping people who are suffering from anxiety disorders, helping them overcome their psychological struggles to reintegrate into the community At the same time, Fulbright realizes that most universities in Vietnam do not have liberal arts programs or student psychology departments, which will be an excellent opportunity for Fulbright to implement recruitment plans, engage students Hence, Fulbright can develop a psychological support room, spreading a new educational approach to all schools so that schools can review and include student psychological problem activities in their plan of support With the criteria and desire to create an open and friendly environment, the IMC Plan called "Speak Yourself" will help the Millennial group become more potent because they dare to speak up to share stories and fight for their own emotions

(Results of a survey to find out the causes of anxiety in 16-28 year olds)

Marketing Strategies

This IMC plan targets demographic segmentation, psychographic segmentation, and geography in Hanoi and Ho Chi Minh City

Demographic Segmentation: Demographics are an essential factor contributing to

strategic analysis and helping campaigns receive well to the right audiences As a university with an international educational environment, the target audience that Fulbright targets are young people studying in high school and wishing to choose a suitable environment In addition, parents also play a massive role in influencing their children's decisions Therefore, parents are also one of the target audiences that Fulbright's IMC campaign cannot ignore Besides, for private schools, tuition fees are also a massive problem for most households in Vietnam According to information from Fulbright University, the academic level in 2021-2022 is at a high level compared to the general level, about 450-550 million VND a year Therefore, the campaign must consider more carefully the target students to be practical and satisfy the original goal of the campaign

Psychographic Segmentation: An international learning environment is always the

dream of many young people Moreover, at the time of globalization, the need to experience, develop, and interact with foreign cultural environments is always concerned Therefore, it is a vital segmentation that we cannot ignore The first thing to mention is the foreign language Nowadays, English is a popular language and a soft skill that everyone should have However, it is a pity that Vietnam still does not have an environment to support students to practice English regularly and confidently Besides, English textbooks in Vietnam mainly focus on theory and grammar but forget about listening and speaking skills Therefore, the international university environment will be

desirable to practice the skills and improve the language that all students desire In addition, in the Vietnamese educational environment, although students are very eager

to share stories and answer psychological problems in life, liberal education programs are still not widespread Therefore, school-age psychophysiological issues and the pressures from life leading to psychological diseases have not been given much attention and importance

(Most students want to experience liberal education methods)

Geography Segmentation: Fulbright's IMC campaign needs to pay attention to

Geography Segmentation to segment the audience in line with the long-term goals of the business Specifically, the IMC plan only focuses on leading development in the two largest cities of Vietnam, including Ho Chi Minh City and Hanoi Capital At the same time, these two cities are also home to a developed economy, a large population, and a large concentration of students Fulbright VN wants to focus on developing liberal arts education to help young people in this generation reduce anxiety and become leaders

This plan will reach segmentation targets through social media, direct marketing, advocacy marketing According to the Information Processing Model, the goal is divided into stages and implemented as follows:

Present: Released TVC to understand how the psychological problems of anxiety

disorders in Millennials have dangerous manifestations and are silently affecting people's lives and health At the same time, bring positive solutions to psychological problems at Fulbright University and combine the development of the "Speak Yourself" campaign to spread

Attention: Launching CSR Campaign on Facebook Share your worry story with the

hashtag #Speakyourself and mention the official fan page of Fulbright University

Vietnam With each post, you have donated 5k to the fund to support the development

of psychological health support rooms at high schools

Comprehension: Invite Ph.D in psychology to organize future career orientation sessions live stream on platforms such as Facebook and Youtube

Yielding: Open online Open-day activities for young people and parents interested in

liberal arts education at Fulbright University Retention: Start Challenge Week on TikTok with the hashtag #Speakyourself #FulbrightVN With each set of hashtags, you will contribute 5k to the fund to support the development of psychological health support rooms at high schools

Retention: Start Challenge Week on tiktok with the hashtag #Speakyourself

#FulbrightVN With each set of hashtags, you will contribute 5k to the fund to support the development of psychological health support rooms at high schools

Behavior: Bringing news coverage of the campaign to influence the behavior of the

target audience profoundly

Position the IMC plan with the slogan "Speak yourself '' with the hope that young millennials can have more courage to share stories, to be heard and empathize not only with interested audiences but also with their family and friends That is also an issue that Fulbright University cares about and focuses on developing Through this plan, Fulbright wishes to raise awareness about psychology and liberal arts education in Vietnam, and at the same time, promote a new educational method This is the school's P.O.D, promoting the Fulbright brand image in the higher education market in Vietnam

At the same time, the campaign will focus mainly on two large cities with large populations and high levels of economic development and investment in education, including Ho Chi Minh City and the capital Hanoi In addition, the IMC plan will also target parents interested in the liberal arts program and the mental health issues of their children in the learning environment

Overall Communication Objectives

Customer insight

The IMC plan is aimed at people who have psychological problems and need to develop soft skills to master themselves in the future Those desires will promote the need to integrate into a new educational environment, where students can overcome personal problems and develop comprehensively from knowledge to skills

Big Idea

The fast pace of social life is one of the significant influences on the spirit of most young people, especially the Millennials Moreover, psychological problems in Vietnam have not been considered and studied to solve According to our research, most people choosing to commit suicide have some reasons such as: business loss, failure in romantic relationships and friends, pressure from study problems, pressure from parents' expectations, pressure from a heartless society with a series

of statuses such as body shaming, bullying, racism, LGBT discrimination or worse, sexual abuse According to Master Doctor Nguyen Thi Thanh Mai, mental illnesses such as schizophrenia, paranoia, anxiety disorders, personality disorders are also pathological causes of suicide (Le Minh Thuy, 2021) Because of the severe consequences of anxiety disorders in Millennials (anxiety disorder leading to depression), we believe that liberal education methods or student psychology rooms are essential and urgent According to a report by the Institute of Mental Health, Bach Mai Hospital, in 2017, the number of people who committed suicide due to depression in Vietnam reached nearly 40,000 people The report also adds that about 30% of the Vietnamese population has mental disorders, 25% of which are depressive diseases (Son Ha - Thu Thuy, 2021) Through the survey, most young people have psychological problems to varying degrees, and among them, there are many manifestations of anxiety disorders, depression, even self-harm to give the feeling of existence, which is a dangerous warning for parents and schools

(Young people almost all show signs of psychological problems)

(Most of you spend more time alone than sharing)

We believe that the IMC campaign called "Speak Yourself" can contribute and help

an anxious generation of Millennials fight on their own and speak their inner voices, express their feelings and the pressures that we are carrying Finally, they can overcome the "black dog" of depression This campaign helps educate and warn society about the harmful effects of psychological diseases and brings sympathy and sharing to those in a hostile and anxious state The IMC plan is called Speak Yourself, and this is also the main slogan of the campaign We want to convey the message of being strong, daring to confront and fight with psychological problems, dare to share to find solutions, dare to be vital to life We believe that each individual has

different stories, different pains, and as long as you dare to share, dare to seek help, you will be able to overcome and move on with your life happily

Main Goal

Through this IMC campaign, Fulbright hopes that the brand can raise target customer awareness, increase brand recognition in the education market in Vietnam, help the school attract more audiences, and become the number one choice of students At the same time, this campaign can help solve the problems of the Millennial generation who are facing negative psychological states We believe that psychological health and liberal arts education are essential things for the new generation, helping people master themselves, confidently live with personality, confidently share, and be willing to listen

Overall Creative Strategy

TVC: TVC's goal is to introduce liberal arts education, Fulbright's concern for students'

mental health, which is an important part of the plan to help the brand be positioned in the market, increasing brand recognition in the minds of target audiences

We choose to produce TVC in the style of reality shows We want to convey that sometimes sharing, expressing, and saying your problems out loud are not a very big deal Somewhere in this life, there are people who love us and want to help us We hope TVC can convey the message to those people who are having psychological problems: you don't have to try to hide your sadness and hold your hurt close to your heart You also do not need to be afraid because those who really love and want to help will sympathize, listen and accept the "black dog" inside you At the same time, we also want to advertise the image of the psychological support room at Fulbright University, help to show that except for quality and learning outcomes, Fulbright also cares about the psychology of students, always try to help and find ways to shorten the distance, bring people closer together

Direct Marketing: Open Day activities through Webinar

The campaign was started from September 2021 to November 2021 This time is a period of social distancing After social distancing, mass gathering activities still carry many potential risks of disease transmission and have not yet been widely permitted by the government Therefore, direct marketing can only operate on online platforms, helping to bring new experiences and mutual understanding (between Fulbright and the target audience) In addition, this activity can help students, students, and parents interact with the university, ask and answer questions that remain unanswered

Besides, marketing campaign also plays a significant role in influencing the effectiveness

of Fulbright's IMC campaign The "Speak Yourself" movement wishes to mobilize young people to share their stories about issues around worries and boldly share their own problems in life We believe this will be a series of campaigns to help young people empathize, share and spread messages to everyone around All interactions with

Fulbright's "Speak Yourself" campaign will help convert into money to contribute to the social fund, help to develop and build a school psychology support room at high schools

Media Strategies

TVC

• Idea: Fulbright University's Department of Psychological Problems invites students with anxiety disorders, who are having problems affecting their lives but are not brave and strong enough to share with their parents to a small room with a white background At the same time, they also silently invited the parents of students to a secret gray room to monitor, observe and listen to their children's unheard thoughts Students were asked questions such as "What education level are you studying at Fulbright University", "What is the cause of your current situation?", "Have you ever shared your story with anyone?", "Use three nouns to describe your state of mind recently", "The worst thing you had ever done to yourself when you got anxiety disorder?", "How long has it been since you sat down

to talk seriously with your parents?" After a while of thinking and answering, the program organizers will invite the presence of parents Parents seem to have a better understanding of their children, and children seem to have realized the love and sympathy from their parents The two had tight hugs and even tears

• Characters: 3 students (2 undergraduate, 1 graduate), 4 parents

Scene4 Students surprised 3s

Outro Parents and children hug each other 5s